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Nike to open Nike Unite concept store in West Midlands' Merry Hill

Tom Shearsmith
06 March 2023

Nike is set to open its Nike Unite retail concept at Merry Hill shopping centre, marking the regional debut for the concept, and the first within a shopping centre environment. 

At the new-look store, guests will be welcomed by an in-store community wall highlighting the store team and local partnerships, as well as local landmarks and hometown athletes to help local residents feel represented in the space.

The products in each Nike Unite are also reflective of what the community is interested in, including locally curated every-day essentials, sitting alongside select seasonal offerings for men, women, and kids.

Nike introduced the Nike Unite concept in November 2020 as its fourth retail store format along with Nike House of Innovation, Nike Rise and Nike Live. The sports giant has opened 11 branches in the UK so far, with more stores to open in 2023.

Alistair Winning, Asset Manager at Sovereign Centros, commented: “As one of the top 10 UK retail and leisure destinations in the UK, Merry Hill requires a tenant mix that delivers a variety of best-in-class brands, while reflecting its position within the West Midlands. We are so excited to welcome Nike Unite, for what will be their first-ever store in this type of destination. The brand and concept align perfectly with our community ethos, elevating the Merry Hill experience and adding to the growing collection of aspirational brands here.”

This news follows the recent signing of womenswear brand Vanilla at Merry Hill. An extensive selection of the brand’s womenswear will be on offer, including basics, statement pieces, and a variety of footwear and accessories. Vanilla Merry Hill combines Blue Vanilla with Pink Vanilla, the former focusing on designs that suit all occasions from casual to evening wear, and the latter targeting a younger demographic ranging from the ages of 14-24.

The destination had a hugely successful 2022, with more than 175,000 sq ft of new deals secured throughout the calendar year. Leading retailers such as Ted Baker and Kurt Geiger opened new stores and household names including HMV, H&M, and Beaverbrooks committed to lease renewals and refurbished units.

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